Italian
design became more and more accepted by the world after World War II, and many
classic designs and designers occupied a very important position in the history
of design. Their designs are held up as models of high quality and taste. These
designs are so emotional that people think that in their design process, they
abandon rational analysis, and design according to their own will, emotions and
laws. However, after a thorough understanding of Italian emotional design and
the process of its design method, the conclusion is exactly the opposite --
Italian emotional design is the most perfect combination of sensibility and
rationality. The purpose of this paper is to analyze the emotional design in Italy
and the interaction and combination of the perceptual rationality in the design
process, so as to deepen the understanding of the emotional design in Italy and
put forward Suggestions for the future development of Chinese design.

Emotion
is people's experience of whether objective things conform to their
expectations and requirements. Emotion system will change the process of
cognitive system. For example, when people choose two coffee cups with the same
function, they will change with the change of situation. The transparent cup is
more delicate and beautiful, so most people will choose it. But on an airplane,
it's so light it feels easy to flip, and people turn to a second colored cup,
less delicate but more solid.

The
emotion that the product can bring to people is directly related to the process
of user's choice and use of the product. Therefore, applying appropriate
emotions to design can make products closer to users and better serve them.

Italian
design has always been honored as a symbol of high quality, and praised by the
world for its personalized features and lively appeal. It has a lot of classic
designs, and these products all convey their own unique emotions. Like the mama
chair, the overall shape is mellow and mellow, with two arms wrapped inwards,
like a mother's warm embrace. When users choose a chair for their home, of
course, they want to make their home warmer and more comfortable, so this sofa
stands out. In the current rapidly developing society, people are not only
satisfied with the functional aspect of the product, but also pay more
attention to the emotional aspect of the product. Products designed by Italian
designers can often bring users a pleasant mood in daily life and make users
more focused in their work, thus becoming the representative of high-quality
life.

Unlike
German pragmatism, Japanese attention to detail and American "fast"
products. Italian design is very emotional, they are not only satisfied with
the most basic functions, more is a taste of life. From the product or use can
always convey the designer and the emotion of the product itself. These designs
are not so much products as souvenirs. Quite simply, Italian designer Luigi
Caccia Dominioni has said that we are the best alone - "we have more
imagination, we have older cultures, and we are better at reconciling the past
and the future - which is why our designs are more attractive and stand the
test of time than other countries". It is precisely because they integrate
various emotions, experiences and cultures into the design, so that these
products can attract people's attention at the first sight, trigger the memory
and experience of some things in the brain, and thus have a resonance effect.
This is the unique feature of Italian design.

The
reason why these products with the brand of Italian design have been accepted
by the market and remain popular for a long time is not because of the
designers' unwarranted emotional release in the design, and the expression of
their emotions at will. On the contrary, they have their own thinking system,
and the design cycle is much longer than ours, sometimes for a few months in a
small notebook. A designer can have thousands of ideas in his mind, but how to
choose the right one for the current situation of a company is the question for
a designer to consider.

At
the beginning of the design, the designer meets with the client to get a brief
description of the requirements. According to this brief, the designer started
rational research work, including the analysis of the company's current
situation, the research of existing products in the market, the analysis of
existing trends and other rational data collation and induction. These
conclusions are used to define the activities of the designer's mind in a
certain area. With this restricted area, designers will put themselves in a
comfortable environment, leisurely let their thinking into this restricted
area, let rational words to limit perceptual thinking, and dig deeper to find
creativity, which we often say to open again.

In
the re-opened project, designers will try to use the process, interview the
user, create the product demand mood version, use Customer journey and other
methods. These methods can help designers better understand the psychology and
emotion of users and the product itself. For example, in the mood edition of
the product, it is they that find the key words from the brief given by the
customer, and then extend each word to a richer word, and find the appropriate
picture to express it. These pictures are used to express the feelings of the
products they want to convey to customers. Compared with words, visual images
can better convey some emotions to customers. These images are mostly pictures
of buildings, products, landscapes and even animals, without restrictions. But
every picture can achieve an immersive feeling, and when you see it, your mind
will convey an experience, a feeling, a mood. It is the usual method of Italian
designers to express the key words of rationality by using the perceptual
method. This method can integrate the perceptual reason well, thus walking on
the edge of the perceptual and rational, and get the creative product that is
unexpected.

Design
is to make people live better and solve people's problems. Emotion is
indispensable to people, so it is also the condition to add emotion into the
design to make the design more rational. And the designer's wonderful play,
full of emotion design makes Italian products flexible, more people like.
Therefore, this product full of emotional expression is not the result of the
designer's whim. It is the result of the designer's rational research,
emotional design, and rational choice expression, and the crystallization of
perceptual story and form.

China
has a long history and culture, and is famous literature thoughts such as
Confucius and mencius. We have many similarities in culture, economy and
history, so the Italian design idea can give us some inspiration in design. In
the early stage of design, Chinese designers should pay more rational attention
to the study of "people" and analyze it from various aspects such as
behavior, psychology and emotion. Designers should love their industry more,
design emotionally, consider personally for users and business, and negotiate
with relevant people in various aspects. Stylist should from "small
design" rise to "big design" come up, often design is not just a
kind of product but should be a kind of thought, only rise to more open,
comprehensive space, stylist ability is better solve the problem of the person.